comScore Releases July 2012 U.S. Online Video Rankings

Machinima Captures #2 Position in YouTube Partner Channel Rankings for the First Time

RESTON, VA, August 17, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that more than 184 million U.S. Internet users watched 36.9 billion online content videos in July, while video ad views totaled 9.6 billion.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in July with 157 million unique viewers, followed by Facebook.com with 53 million, Yahoo! Sites with 48.7 million, VEVO with 44.8 million and Microsoft Sites with 42.7 million. Nearly 36.9 billion video content views occurred during the month, with Google Sites generating the highest number at 19.6 billion, followed by AOL, Inc. with 665 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video ViewersJuly 2012Total U.S. – Home and Work LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video Metrix

Property

Total Unique Viewers (000)

Videos (000)*

Minutes per Viewer

Total Internet : Total Audience

184,182

36,877,798

1,336.8

Google Sites

156,999

19,586,510

525.0

Facebook.com

53,045

327,801

21.7

Yahoo! Sites

48,693

625,077

70.4

VEVO

44,844

597,107

46.1

Microsoft Sites

42,677

483,280

43.9

AOL, Inc.

39,774

664,568

69.7

Viacom Digital

37,029

420,762

51.3

NDN

35,129

391,699

89.7

Amazon Sites

28,480

99,163

21.2

Turner Digital

24,611

244,887

40.4

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 9.6 billion video ads in July, with each of the top 4 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with 1.5 billion ads, followed by Hulu with 1.2 billion, Adap.tv with 1.1 billion, SpotXchange Video Ad Marketplace with 1 billion and TubeMogul Video Ad Platform with 830 million. Time spent watching video ads totaled 3.9 billion minutes, with Adap.tv delivering the highest duration of video ads at 627 million minutes. Video ads reached 52 percent of the total U.S. population an average of 61 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46, while ESPN delivered an average of 26 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* ViewedJuly 2012Total U.S. – Home and Work LocationsAd Videos Only (Content Videos Not Included)Source: comScore Video Metrix

Property

Video Ads (000)

Total Ad Minutes (MM)

Frequency (Ads per Viewer)

% Reach Total U.S. Population

Total Internet : Total Audience

9,607,191

3,902

60.7

51.6

Google Sites

1,521,328

166

19.8

25.0

Hulu

1,221,599

521

46.4

8.6

Adap.tv†

1,132,977

627

18.2

20.3

SpotXchange Video Ad Marketplace†

1,050,727

547

23.8

14.4

TubeMogul Video Ad Platform**

830,406

275

14.3

18.9

Tremor Video**

701,176

368

14.2

16.1

Specific Media**

694,487

321

7.5

30.3

Auditude, Inc.**

677,243

230

13.6

16.3

ESPN

454,946

159

26.1

5.7

AOL, Inc.

383,675

193

10.3

12.2

Note: In July 2012 U.S. Video Metrix data, the BrightRoll Video Network property had an implementation error with its video tags, and so its data has not been included in this press release.*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.**Indicates video ad network†Indicates video ad exchange

Top 10 YouTube Partner Channels by Unique Viewers

The July 2012 YouTube partner data revealed that video music channel VEVO (43.9 million viewers) maintained the top position in the ranking. Gaming channel Machinima captured the #2 spot for the first time in July with 25.3 million viewers, followed by Warner Music with 24.9 million and Maker Studios with 20.4 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (83 minutes per viewer) followed by Maker Studios (45 minutes per viewer). VEVO streamed the greatest number of videos (571 million), followed by Machinima (564 million).

Top YouTube Partner Channels* Ranked by Unique Video ViewersJuly 2012Total U.S. – Home and Work LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video Metrix

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

VEVO @ YouTube

43,861

570,569

44.7

Machinima @ YouTube

25,311

563,860

83.3

Warner Music @ Youtube

24,945

151,088

19.7

Maker Studios @ YouTube

20,404

255,433

45.4

Fullscreen @ YouTube

17,323

102,149

19.2

BroadbandTV @ YouTube

9,814

55,985

17.0

Alloy @ YouTube

7,693

41,511

18.9

Big Frame @ YouTube

7,403

43,342

18.0

MOVIECLIPS @ YouTube

7,239

19,230

7.0

IGN @ YouTube

6,694

36,704

17.9

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from July 2012 include:

85.5 percent of the U.S. Internet audience viewed online video.

The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.

Video ads accounted for 20.7 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.

About comScorecomScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.